FYI, they aren't rebooting it. It's just another sequel. It will have the same continuity/universe of the previous films and take place four years after the events of Dark of the Moon.
As for the staying power of the Transformers brand, it's an uber successful film/TV/merchandising franchise that spans decades. Even though some (including myself) may find Michael Bay's movie adaptations to not have the best acting or story, the ride is completely its own thing. The ride lacks what drags the movies down into the depths of mediocrity: the humans. Aside from General Morshower in the queue videos that set up the ride's story, the ride focuses on the amazing spectacle of the Transformers themselves. At the end of the day, that's what the ride is about. Watching some bid ol' robots fighting each other in 3D HD with us along for the journey. And that is something that will bring in the masses for years to come, regardless of how the films may end up being.
But who knows? Perhaps Marky Mark is missing puzzle piece the film franchise needed all along! :rofl: